The development of globalisation has ushered in fundamental changes that have led to a break in the relationship between places of production and places of consumption, and sometimes a rejection of global products and corporations at the local level in accordance with neolocalism. The objective of the article is to examine the effect of regional identity on the local impacts of global processes by applying a multilevel analysis of the brewing industry, in which consumers are very sensitive to changes in the beer offered and can influence it, for example by putting pressure on representatives of restaurants. Beginning with extensive research on the international level, the authors point out the various impacts of brewery acquisitions in three Central European countries – Czechia, Poland and Slovakia – that differ regarding the role of beer in the identity of their inhabitants. Thereafter, they focus on two Czech beer brands, the production of which was relocated to other regions after acquisitions. Based on field studies in the regions of the brands’ original production, the authors find that both brands lost popularity among their original customers. They conclude that for Czech customers, the place of production may be an important factor when choosing a beer brand.

全球化的发展带来了根本的变化，这些变化导致生产地和消费地之间的关系破裂，有时甚至根据新地方主义拒绝在地方一级的全球产品和公司。本文的目的是通过对酿造行业进行多层次分析来研究区域标识对全球流程对当地影响的影响，在这种分析中，消费者对所提供啤酒的变化非常敏感并可以对其进行影响，例如通过向餐厅代表施加压力。从对国际层面的广泛研究开始，作者指出了啤酒收购对三个中欧国家（捷克，波兰和斯洛伐克–啤酒在其居民身份方面的作用不同。此后，他们专注于两个捷克啤酒品牌，并在收购后将其生产转移到其他地区。根据对品牌最初生产地区的实地研究，作者发现这两个品牌在其最初客户中都失去了知名度。他们得出结论，对于捷克客户而言，生产地可能是选择啤酒品牌时的重要因素。